In some surveys, people don't always consider all options equally. They might just focus on what matters most to them. This can lead to mistakes in estimating how much people are willing to pay for things. A study looked at how this affects estimates in a survey about rural landscapes in Ireland. They found that not taking these simplified decision-making rules into account can give wrong results. By using a different method, they showed that individual estimates of how much people are willing to pay can change depending on whether these rules are considered.